Sales and Marketing: Why Speaking the Same Language Matters

Do your sales and marketing teams work from the same script?

Last week, I caught an episode of The Apprentice. The TV shopping task was where the candidates had to sell products live on air. And while I don’t watch the show religiously, I dip in and out. It’s a bit like Gogglebox—easy to watch before bedtime, low concentration needed, and usually playing in the background while scrolling on my phone.

I’m sorry, Fremantle and Lord Sugar, for… using your show to switch off and slow down! But that’s part of its charm. It’s easy to view,  does not take much concentration and can be a useful business tool, especially when the candidates’ sales strategies go wrong.

Although last week’s episode may have had a winning team, neither team shone; yes, individual candidates did well, but teamwork can be questionable.

One group was so focused on what they liked and they wanted to sell rather than what the TV audience would buy. The other team made a better attempt at storytelling, but it was still surface-level. They barely scratched the surface when placing the product in the customer’s hands, so to speak.

Understanding your customers’ motivations, wants, and needs is the core of effective selling. Neither team managed to make that connection through the screen.

Honestly, it was a great masterclass in what NOT to do. I’d encourage anyone who feels nervous about being on camera to give it a watch. If they can do it, so can you.

Let’s Talk About Those Wild Claims!

We hear the word authentic thrown around all the time. But more important than authenticity is trust. Trust is built when you focus on your customers, know your product, believe in what you are selling, and avoid making wild, unsupported claims.

Everything you say online, whether in writing or on video, must be something you can stand by. Nothing looks worse than making a bold statement and immediately having to backtrack.

And if you do make a mistake? Don’t try to bluff your way out of it. Own it. Speak up and say:

“I got overexcited or nervous. I apologise. Here’s what I meant to say…”

On The Apprentice, the candidates’ wild claims were only made worse by their desperate attempts to recover when their promises didn’t match the product. It was cringeworthy. And yet, it struck me: this happens in real businesses every day when sales and marketing aren’t aligned.

The backpedalling, awkwardness, and panic are all too familiar.

As someone who spent years as a sales trainer and now coaches businesses on much more than just public speaking and on-camera confidence, I see it all the time. Businesses lose credibility when their messaging isn’t consistent.

Why Misalignment Hurts Your Brand

Mistakes will happen. No business is perfect. But when your sales and marketing teams are aligned with your business goals and know what to say and how to say it, regardless of where they are or who they’re speaking to, those mistakes become rare, not routine.

And yet, the continuity of the message is so often overlooked.

Think about it: How often does a new starter join your sales or marketing team, shadow the more experienced members, and still feel lost? Sure, they’ve soaked up the energy, but do they know what and how to say it?

Now, let’s consider the company presentation from the Head Office. It’s a hundred slides packed with everything and nothing simultaneously. It’s a case of picking, mixing, dicing, and slicing to create something vaguely on-brand for an event.

How to Avoid Haphazard Sales and Marketing

Alignment of your sales and marketing messages matters!

Reflect on the language used in meetings, your own and your team’s. Ensure that it aligns with your marketing team’s key messages on purchasing. If it doesn’t, make the necessary adjustments to eliminate all jargon, simplify the choice of language used, and ensure it resonates with your target audience.

While you don’t need to use identical wording or create a strict script, your messaging must align and contribute to a cohesive go-to-market strategy. Otherwise, your customers or clients may feel confused and uncertain, preventing them from purchasing.

Being Consistent Will:

✅ Unified Brand Image: Clear, compelling, and instantly recognisable.
✅ Trust Building: Consistent messaging builds credibility and rapport.
✅ Enhanced Sales Performance: Seamless communication drives conversions.
✅ Marketing Impact Multiplied: Your brand’s authority skyrockets when sales reinforce marketing’s message.

The truth? Marketing creates the buzz. Sales seal the deal. But only if they’re telling the same story.

If this resonates with you, let’s talk. Together, we can align your teams, sharpen your message, and build something truly unforgettable and perfectly aligned with your brand and values.